Intelligent Finance

The challenge…
To support the launch of a new ISA product, achieving cut through in a market
that has over 60 providers all fighting for the same space.

 

What we did…
A four-month staggered and issues-led media campaign was implemented, underpinned by a series of press releases offering fresh information and real
insight into the psyche of the UK saver informed by carefully targeted ICM research.  This positioned IF as the authority on ISAs, not just for today but
for tomorrow as well. To ensure IF's product stood out from the rest, we recommended a one year base-rate beating guarantee, so while other
providers were being criticised for their sliding rates, the personal finance
press showered praise on IF's ISA for being consistently competitive.  

 

The results…
Our campaign was the building block for IF's thriving ISA book. Two weeks before the advertising campaign was launched business volumes were driven up by 900% by PR alone.  Media coverage to the value of over £2 million was secured from an initial investment of just £30,000. And that's not all - the pressure generated from our media relations campaign helped bring about a u-turn from the Treasury with the announcement that the current ISA thresholds would be maintained.

 

Heather Scott, Head of Communications, Intelligent Finance
"10 out of 10. I don't say that lightly but hanover continues to deliver the impossible, indeed much more than IF, or I, have a right to expect."